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The American Cleaning Institute is urging all of its members to continue sustainability practices after its 2013 Sustainability Report showed member reductions in energy usage, waste generation and greenhouse-gas emissions. "Sustainability-oriented questions, regarding sourcing, materials used, environmental attributes, etc., are becoming more of the norm in requests throughout the supply chain, especially from retailers and government purchasing officers in the I&I [industrial and institutional cleaning] sector," said Brian Sansoni, vice president of sustainability initiatives, communications and membership. The group is providing training programs and webinars on sustainability, as companies, "particularly small and medium-sized firms, are at various stages of their sustainability journeys," Sansoni said.

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SC Johnson is re-entering the industrial and institutional cleaning product industry with the launch of its SC Johnson Professional line. "This is the right time to re-enter the I&I business" after purchasing the Deb Group in 2015 and buying Steris Applied Infection Control this year, said Chairman and CEO Fisk Johnson.

I&I cleaning companies and suppliers play a key yet understated role in protecting consumers and keeping businesses compliant. "We serve a diverse range of customers in the commercial cleaning and health care industries, and overall the needs and challenges for each industry do differ quite a bit," said Clorox's Jennifer Case. US demand for I&I cleaning chemicals is expected to increase more than 3% a year through 2018, reaching $11.5 billion, according to Freedonia Group.

Clorox Professional Products and certain smaller brands are seeing significant growth in the industrial and institutions wipes market -- larger than the overall growth of that sector, according to data from Kline. I&I wipes grew 5% last year overall. Wipes from Clorox Professional Products, Kimberly-Clark and Reckitt Benckiser Professional lead the category, but Kline found brand loyalty is low.

The industrial and institutional cleaning market is expected to grow 4.2% yearly and approach $13 billion in 2015, according to The Freedonia Group. "The I&I market follows the economy, so 2012 hasn't been particularly good or bad," said Jim Beard, senior vice president of marketing at State Chemical Solutions.

The industrial and institutional cleaning market is worth $42 billion worldwide and is growing at a 3% annual rate in the U.S., according to research firm Kline & Co. Still, the uncertain economy remains a challenge for manufacturers, as businesses that buy cleaning products look to get more value. Procter & Gamble has said it is promoting versatile products such as Comet bath cleaner and Mr. Clean Magic Eraser, while Ecolab has emphasized water treatment, particularly through its purchase of Nalco.